Kraft is modifying the marketing strategy for a number of its brands, in a bid to connect with younger, digitally-engaged consumers.The company, which owns Cadbury, Kool-Aid and Oreo, is attempting to adopt a more interactive approach for ranges such as Athenos, Mac & Cheese and Miracle Whip. In an example of the organisation's new model, it will roll out a nationwide advertising campaign for Miracle Whip.

As part of this scheme, Kraft is to run a competition through which it plans to help cou...
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